<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing decisions. Companies often take advantage of this by using word of mouth marketing or direct sales (promotion). They can also create their own Facebook groups gathering the community around interests related to their activities. There is currently insufficient research on the possibilities of using Facebook groups as marketing tools. The article indicates various ways of using them to achieve marketing goals.</p></abstract>

The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing decisions. Companies often take advantage of this by using word of mouth marketing or direct sales (promotion). They can also create their own Facebook groups gathering the community around interests related to their activities. There is currently insufficient research on the possibilities of using Facebook groups as marketing tools. The article indicates various ways of using them to achieve marketing goals.

Groups on Facebook as a Marketing Tool

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Groups on Facebook as a Marketing Tool"}

The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the...

Groups on Facebook as a Marketing Tool

Published Online: Oct 08, 2020

Page range: 17 - 32

DOI: https://doi.org/10.2478/minib-2020-0020

Keywords
Facebook, Facebook groups, Facebook marketing, social media, social media marketing, e-marketing, wedding industry

© 2020 Iwona Lupa-Wójcik, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Groups on Facebook as a Marketing Tool

Published Online: Oct 08, 2020

Page range: 17 - 32

DOI: https://doi.org/10.2478/minib-2020-0020

KeywordsFacebook, Facebook groups, Facebook marketing, social media, social media marketing, e-marketing, wedding industry

© 2020 Iwona Lupa-Wójcik, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Facebook, Facebook groups, Facebook marketing, social media, social media marketing, e-marketing, wedding industry